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Il rischio di commettere errori madornali in strategia di comunicazione social è elevato, ed ecco quali sono i più comuni.
Abbiamo scritto molto su quello che ogni buona strategia di social media dovrebbe includere: consigli, trucchi e tendenze che chi lavora in questo campo dovrebbe conoscere. Che dire però di ciò che dovresti evitare nella comunicazione social? Alcune delle tattiche più popolari sono in realtà totalmente inefficaci e rischiano di influire negativamente sul tuo brand.
In questo articolo parleremo proprio di questo: il lato oscuro delle strategie di comunicazione social. Il rischio di commettere errori madornali in questo campo è elevato, ed ecco quali sono i più comuni.#1 – Like-baiting #2 – Acquistare like e follower #3 – Pubblicare troppo
La gente ti segue perché gli piaci, oppure perché gli piace quello che dici o che fai. Ciò significa che i follower sono fortemente coinvolti e interessati alla tua attività, ma attenzione a non esagerare con i post o potrebbero stufarsi. Cerca di limitare la quantità di contenuti che pubblichi sui canali social: prima di postare qualcosa, chiediti sempre ‘interesserà davvero?’ Se la risposta è no, sappi che non c’è modo più rapido per perdere follower che intasare le loro bacheche di spam. Non è facile definire quando si passa da pubblicare contenuti a intasare le bacheche di spam, ma i tool analitici di Hootsuite possono aiutarti a capire quali sono i post che interessano davvero al pubblico e quali no.#4 – Ignorare il ROI del social media #5 – Usare i social media soltanto per fare pubblicità
Utilizzare solo i social per pubblicizzare i tuoi prodotti e servizi può rivelarsi dannoso quanto pubblicare troppi post, poiché gli utenti si stufano presto e perdono fiducia nel brand. Stai organizzando una grossa vendita, o vuoi lanciare un nuovo prodotto? Bene, dillo, ma evita di ripeterlo decine di volte. Credici, ne basta una. Più che per fare promozione, i social network servono a coinvolgere potenziali utenti, condividendo contenuti preparati ad hoc, interagendo con i follower e facendo in modo che la tua attività o il tuo marchio si facciano notare.#7 – Non essere costantemente aggiornati
Il mondo dei social media è in continua evoluzione: ciò che era vero ieri potrebbe non esserlo più domani. Sta a te riuscire a tenerti al passo. All’inizio ti sembrerà impossibile, ma esistono molte risorse da sfruttare per facilitarti il compito (es. la Hootsuite University, o i blog che trovi tramite Hootsuite Syndicator). Ti basta trovare del tempo da dedicare alla tua formazione.#8 – Non pianificare una strategia per i social media
Oggi la comunicazione sui social media non è più un optional: è il principale, se non l’unico, contatto con i consumatori. Pertanto, è importante dedicarvi la stessa cura che si ha per altre fasi importanti della propria strategia di marketing. Non buttarti alla cieca sui social, ma prenditi del tempo per valutare cosa intendi ottenere tramite i tuoi canali social e come pensi di fare.
Infine ricorda: non esiste un’unica soluzione vincente per costruire la tua strategia sui social media, possono essercene molte, a seconda della dimensione e del tipo di attività svolta dalla tua azienda, dell’immagine del brand, del mercato e delle variabili demografiche del pubblico di riferimento.
Hootsuite ti aiuta a fare di più con i social media, consentendoti di organizzare i tuoi contenuti e analizzare e ottimizzare le tue performance.
You're reading Gli Errori Più Comuni Nella Comunicazione Social
I hate spammers, and I’m 100% certain other people do too. Everyone at some point in time has had some type of experience with spammers. But you almost have to admire these individuals, almost. The techniques used are as varied as the outlets in which they are unleashed. During my thirteen years of internet exposure, I’ve had the displeasure of running into six types of spammers. The first of which I call the Sniper Spammer.1. Sniper Spammer
A military sniper is one who remains in the shadows, lying in wait until the prime target comes by. Pretty intimidating, but the spammer in this category is anything but. This spammer lies in wait until the “next big thing” comes by. For instance, even before Apple announced the release of the iPad, hundreds if not thousands of spammers were out proclaiming “You could win an iPad!”.2. Suicide Spammer
So why even bother? I’d venture to say whatever it is being ‘presented’ is worth the risk to the spammer. The next spammer takes things a little slow and attempts to pull ‘friends’ in. This one is called, the Sociable Spammer.3. Sociable Spammer
The Sociable Spammer is pretty closely related to the sleeping spammer (listed last). These individuals often are new to social networking sites. These spammers actually take the time to read the rules and regulations while abiding by them for a period of time.
Then when a sort of “level of trust” is established the spamming begins, in my experience after a month or so. I don’t mean like a flood of links or content, I mean messages/posts like, “Hey Guys, I just wanted to let you all know my company is having a contest. Whoever is the 500th person at our site to fill out a survey gets his/her name placed in a raffle for a chance to win a 2011 Camaro! The contest is only up for a short amount of time so go now! Thanks guys!”
This is usually followed up by a warning or automatic ban. The spammer then moves on to the next forum to begin again. I’ve only seen this type three times, Xanga (remember that?!), MSN Chat Room, and Facebook. These three were memorable enough for a mention here. Speaking of Xanga, this next spammer is infamous for ruining perfectly good blogs with spam. I present to you, the Splogging Spammer.4. Splogging Spammer
On my personal blog I write about my current weight loss goals and exercise methods, so naturally I looked on WordPress to see if I could find any. The first three I found were literally written, “WEIGHT LOSS WEIGHT LOSS WEIGHT LOSS WEIGHT LOSS WEIGHT LOSS WEIGHT LOSS WEIGHT LOSS WEIGHT LOSS WEIGHT LOSS”, an entire page dedicated to that! I did manage to find one that seemed okay, however further reading revealed it was for moms who had just given birth and were losing pregnancy weight.
Being a man, clearly this was not for me. Back to splogging, rarely have I seen a well written post of these types. If I have, they fooled me. Usually the splogs will consist of post after post after post of the same product with little variation in the wording. Our next spammer, the Synthetic Spammer doesn’t have a mind of its own and in my opinion is a dying breed.5. Synthetic Spammer
Probably the most utilized method in the early beginning, synthetic spamming is essentially a program that scans for sites to submit information to. However, with functions such as ‘Captcha’ it is becoming increasing difficult for these programs to work efficiently. Unfortunately once the registration is completed the program can run the way it is meant to. The most recent social outlet I’ve seen to be infected with these spammers is Twitter.6. Sleeping Spammer
The Sleeping Spammer is the newest one I’ve come across, seeing my first one in December of last year. Around that time I had a “person” start following me, so with every notification I checked out the profile. 200 following – 120 followers – 0 tweets. I had a gut feeling something wasn’t right, but I was curious to see what would happen. Close to the end of January I decided to check back on this account (since I didn’t follow back) to discover the stats were now, 2500 following – 1300 followers – 1000 tweets.
Stunned I began to read the tweets, “By MaryK Products now #lipbalm#makeup#lipgloss#..etc” Now seeing as how tweets can be automated, and there is a way to automatically follow people, I’m making the assumption this spammer set up his/her account to begin to tweet spam once a certain amount of followers was reached to ensure that when the spam began it would hit the most people in the shortest amount of time before the account was abandoned or suspended. Its for this reason I call this spammer a sleeper.
Let’s be honest, a spammer is a spammer. Regardless of technique or medium used the end result is the same. Luckily with so many new methods of catching spammers such as ‘Captcha’ and even moderator approval for blogs and forums, its getting harder for spammers to infiltrate. But rest assured, as soon as a spammer is blocked he/she will find a way around it. If you have a story about a spammer listed here, or maybe one that isn’t I’d love to hear about it. Thanks for reading.
I’ve complied a list useful articles that provide information on avoiding spamming techniques:
If you have a story about a spammer listed here, or maybe one that isn’t I’d love to hear about it. Thanks for reading.
Joshua Titsworth is a Digital Marketing Specialist at Chemidex. Josh maintains the SEO and SMM in addition to assisting with the PPC and Google Analytics reporting. While off the clock he volunteers as a SEO consult to his church in Olathe, KS, as well as to other non-profits in the area. When M.I.A. online he can be found roaming golf courses in search of his shanked golf balls. You can touch base with Josh on his twitter account @joshuatitsworth.
Although a social media marketing strategy can help your business’ campaign, it can also go wild and damage your brand’s online reputation. It can be due to miscommunication, bad decisions or just your message ending up with the wrong crowd. Although you’re able to work it around, traces of the mishap will be forever present on the Internet.
Even if your social media marketing campaign has good intentions, it can cause you a headache if it deviated from your plans. Thus, there are simple steps that you can follow to avoid the social PR nightmare.Secure Your Account
Oftentimes, a single social media account needs multiple administrators. This strategy guarantees that you’ll have constant social media campaign throughout the day. However, this can also result to inconsistent voice or the way your online presence convey message to your followers. That’s why it’s important that you consider who and how many should access your account. This will help you reduce the risk of encountering online PR nightmares.Draw the Line for Your Employees
When you need multiple admin for your social media account, you have to be clear about your guidelines. State what is and isn’t acceptable to discourage any potential off-brand communications. This will lessen the possibility that one of your staff will ruin your brand’s online reputation.Optimized Positive Publicity over Negative Ones
When your social PR nightmare is already said and done, don’t delete it. Doing so will mean that you’re not responsible enough to face the consequences of your action. Instead, be proactive in distributing and optimizing positive press releases about your brand. That way, affirming accounts about you will outdo your negative publicity on the search engine.Know who’s talking about Your Brand
Another way to prevent a social PR nightmare is by monitoring who’s talking about your brand. Just like in any businesses, have a standard operating procedure when rewarding a compliment or making up for a complaint.
The good thing about social media is that you have time to think before sending your message. Instead of replying to all complaints during the heat of the moment, it’s better to keep your cool first. Compose your message afterwards, and take its future implications into consideration before you send it.Pick Up the Phone
If it takes you more than one email or SMS to clarify your message, it’s best to take the face-to-face route. Pick up the phone and call directly to your contact to convey your message. Phone conversation is safer and more efficient than email or SMS.
Promoting your business through social media is a serious business. Today’s digital word-of-mouth can make or break your brand. That’s why it’s important that you know how to use it to protect your business’ online reputation.
The tone of his manager’s email and how she greets him as he enters her office give John the impression that she is happy with his most recent progress report. He had initially intended to bring up the subject of a promotion in a few weeks, but after observing how she behaved at the meeting today, he now believes she might be receptive to his request. After the meeting, he sends a courteous email to his manager asking for another meeting to discuss his career growth. In this instance, John used his social intelligence to identify the feelings and thoughts of his manager and then foresee the manager’s behavior.What is Social Intelligence? Contribution of Edward Thorndike
Thorndike (1920) proposed a paradigm for human intelligence in which ideas, events, and people are distinguished as the contents that human intellect must deal with. In other words, he distinguished between different intelligence that is academic, mechanical, and social. The latter was described in this context by Thorndike (1920) as “the capacity to understand and govern men and women, boys and girls, and to act prudently in human connections.” Thorndike’s idea of social intelligence remains basic and transcends all other definitions. Indeed, when studying the idea of social intelligence, most current research initiatives appear to acknowledge (and consequently rely on) this definition.Dimensions of Social Intelligence
To offer a better understanding, Albrecht separates social intelligence into the five areas listed below:
Situational Awareness − This is the capacity to analyze social contexts and decipher people’s behaviors.
Presence − This encompasses a wide range of vocal and nonverbal behaviors that characterize us in the eyes of others.
Authenticity − These behaviors make people perceive you as sincere, upfront, and “genuine.”
Clarity − This is the capacity to articulate your thoughts and viewpoints.
Empathy − This is the capacity to “connect” with other people.Theories including Social Intelligence
Gardner’s and Sternberg’s theories include one or more categories related to social intelligence.Gardner’s Theory
Following are the categories according to Gardner’s theory −Interpersonal intelligence
It is the capacity to comprehend others and social relationships. People with good interpersonal intelligence can connect with people and understand their emotions and points of view. They can build trusting relationships with others and communicate clearly and effectively. Additionally, they exhibit empathy and sensitivity for others. Social workers, managers, psychologists, nurses, counselors, legislators, leaders, educators, social reformers, and spiritual gurus frequently have high interpersonal intelligence.Intrapersonal intelligence
It is the capacity to comprehend oneself, including one’s thoughts, feelings, emotions, motivations, and goals, as well as how this affects behavior. It encompasses awareness of one’s talents, weaknesses, and life’s objectives. These abilities include the ability to reflect on oneself and engage in introspection. Individuals with high intrapersonal intelligence are typically introverted, and outside events least impact intuitive types who enjoy working alone. Intrapersonal intelligence is necessary for many people-focused professions, including psychologists and spiritual figures like Swami Vivekananda, Ramakrishna Paramahansa, and Sri Aurobindo. Writers and philosophers both possess high levels of intrapersonal intelligence.Stenberg’s Theory
According to Sternberg’s thesis, social and practical intelligence are tightly intertwined. It is the capacity to make appropriate use of knowledge in daily life. It is sometimes referred to as “street smart” or “having much common sense.” It is the capacity to comprehend and successfully navigate commonplace circumstances and events. Adaptation, shape, and selection are some of their constituent parts. Adaptation occurs when a person changes himself to adjust to a new environment, and shaping is altering one’s surroundings to suit one’s needs. Selection occurs when an outdated, unproductive environment gets swapped out for a new one.Why is Social Intelligence Important?
Social intelligence is becoming more crucial than ever.
In a world where technology can replace many mundane activities – and in some cases outperform human labor – it is the tasks that require the capacity to detect subtle social cues and act through deliberate negotiation that cannot be easily transferred to machines.
Social intelligence aids in the development of relationships and is essential in many facets of a person’s life, and it enables the development of friendships and partners.
The more social intelligence one can cultivate, the more proficient one becomes at controlling emotions and complicated, shifting social settings.
People with stronger social intelligence and healthy social connections tend to have fewer mental health problems, less stress, and better physical health.Conclusion
Due to its influence on well-being in adolescence and adulthood, social intelligence needs to be valued in addition to more individualistic measurements. Early social intelligence development is essential. According to the data, adolescence is a time when many social intelligence skills are still growing. There is a big chance to impact and mold these skills before they become fixed in their adult forms too rapidly. It is critical to developing communication skills with people from various cultural backgrounds. These skills are important for fostering social intelligence and are needed in the modern workplace. However, unfortunately, they are underdeveloped in young people whose friendship groups are frequently racially and socioeconomically similar to them.
Social learning theory emphasizes the importance of observing and modeling the behavior of others. It has roots in psychology and sociology and has been used to explain various human behavior, including aggression, altruism, and moral development.
The basic premise of social learning theory is that people learn by observing the behavior of others. If we see someone behaving in a certain way, we are more likely to imitate that behavior. This process is especially important in the development of aggressive and antisocial behavior.
One of the most influential proponents of social learning theory is Albert Bandura. His famous Bobo doll experiments showed that children who saw an adult model acting aggressively towards a Bobo doll were likelier to behave aggressively when allowed to do so.
Another important figure in the history of social learning theory is psychologist Lev Vygotsky. He argued that children learn best by observing and imitating adults who are more skilled than they are. This concept is known as scaffolding and forms the basis for much of modern educational practice.
There are many different applications of social learning theory. It has been used to explain why people conform to group norms, why they engage in criminal activity, and how they develop prejudice and stereotypes. It can also be used to design educational programs that promote pro−social behavior.Who Uses Social Learning Theory?
There are three main ideas in social learning theory −
People can learn by observing others.
People are more likely to imitate behavior they see as successful.
People can learn new behaviors through observation and imitation, even if they don’t directly experience the consequences of those behaviors themselves.
So, who uses social learning theory? Teachers use it to design lessons and classroom activities. Businesses use it to create training programs and to understand how employees learn best. And parents use it to help their children learn new skills and values.How does Social Learning Theory Work in the Classroom?
In social learning theory, the focus is on observing and copying the behavior of others. This type of learning can take place in several ways, including but not limited to the following−
Imitating the behavior of someone who is respected or admired
Observing the consequences that come from certain types of behavior
Trying out new behaviors to see how others receive them
In the classroom, social learning theory can be used to help students learn by observing and imitating the behavior of their peers or teachers. For example, if a student sees another student raise their hand to ask a question, they may be more likely to do the same. Or, if a student observes that their teacher always greets each student with a smile at the beginning of class, they may start to do the same.When Should You Use Social Learning Theory? 1. When you want to teach someone a new skill or behavior
If you want to teach someone how to do something – like ride a bike, for instance – social learning theory suggests that they’ll learn best by observing others doing it. So, if you’re trying to teach someone to ride a bike, it would be helpful to show them somebody else riding one first.2. When you want to change an existing behavior that’s proving problematic
If someone has a behavior causing problems – like smoking, for example – social learning theory suggests that they can learn to stop doing it by observing others who don’t smoke. So, if you’re trying to help someone quit smoking, it would be helpful to show them somebody else who doesn’t smoke and is living happily without cigarettes.Types of Social Learning Theory
There are three primary types of social learning theory −
Bandura’s Social Learning Theory
Vygotsky’s Social Constructivism
Bronfenbrenner’s Ecological Systems Theory
Each of these theories has different implications for how people learn and interact with their environment and with each other. Here is a brief overview of each theory −
Bandura’s Social Learning Theory posits that people learn by observing and imitating the behaviors of others. This theory has been used to explain various human behavior, from aggression to altruism.
Vygotsky’s Social Constructivism emphasizes the role of culture and language in shaping cognitive development. According to this theory, children learn best when actively constructing their knowledge rather than passively receiving information from others.
Bronfenbrenner’s Ecological Systems Theory describes the complex web of relationships between individuals and their physical and social environments. This theory emphasizes the importance of understanding how individual behavior is shaped by the various systems we live (e.g., family, school, and community).Strategies to Teach with Social Learning Theory
There are a few key ways that teachers can implement social learning theory in their classrooms. First, providing opportunities for students to model desired behaviors is important. This could be done through role−playing activities, video modeling, or simply having students observe and describe a situation where they see the desired behavior is enacted.
Second, providing opportunities for students to practice the desired behavior is important. This could be done through simulation activities, role−playing games, or other hands−on activities.
Finally, providing feedback to students as they are practicing the desired behavior is important. This feedback should be specific and positive and help the student understand how their behavior impacts those around them.Social Learning Theory Examples
In social learning theory, behavior is learned by observing and imitating others. This type of learning does not require any reinforcement; it is simply a process of copying the behaviors of those around us. While psychologist Albert Bandura first proposed this theory, it has since been expanded upon and applied to many situations.
One well−known example of social learning theory is the Bobo doll experiment. In this study, children were shown a film of an adult behaving aggressively toward a Bobo doll. The children who saw the film later behaved similarly when they were allowed to play with the doll themselves. This demonstrated that children could learn aggressive behavior simply by observing it in others.
Other examples of social learning theory can be seen in real−world situations. For instance, studies have shown that people are more likely to vote if they see their friends and family doing so. Additionally, people are more likely to give blood if they see someone close to them donating blood. Social learning theory can even explain why some people choose to smoke cigarettes or drink alcohol, despite knowing the risks involved − they have observed others around them engaging in these behaviors and decided to imitate them
In this session at PubCon Las Vegas, I speak about how one can impact their overall search visibility utilizing social media. The two are becoming more inter-twinned each and every day. While search marketing used to consist of good on-page SEO (title tags, meta data, etc.), now there are links and social signals that are also needed for one to experience good organic search visibility.
So, where are we currently at with regard to effective search/social media marketing strategies?
On-Page SEO + Link Building + Content Marketing = Success
On-Page Optimization (SEO) and Link Building are still essential ingredients, however, they alone are often not enough.
Google moving away from PageRank and focusing on social signals makes Content Marketing via Social Media another essential ingredient.
Looking at infographics as a content marketing strategy, keep in mind that while a relatively new term to Internet marketing, infographics have been used throughout history, even dating back to the cavemen.
Here are some key points to consider in your infographic marketing strategy.
1. It All Starts With a Great Idea
Every great piece of content has to have its origin in the quality of an idea! These can be time-sensitive such as current trends, top news and the like, resourceful, entertaining, and even historical.
2. Back It Up With Research
Once you have a great idea in place, it’s time to gather the research. Depending on the nature of the piece, your research may contain historical facts, current data/trends, and creative ideas. Make sure you list citations as it will give credence to your infographic.
3. Make Sure It’s Pretty
4. Promoting Infographics – How and Where?
Here are some general tips to keep in mind, many of which can apply to any piece of content marketing.
The general nature of the piece will determine which social networks it will do best on.
Share on Facebook and Twitter; consider utilizing Facebook Ads and Sponsored Tweets.
Use StumbleUpon Paid Discovery to draw more attention to your infographic.
If content is interesting, time-sensitive, or controversial, it should do well on Reddit.
Set up and post to Pinterest, Tumblr and chúng tôi accounts.
Send an optimized press release via online PR sites such as MarketWire and PRWeb.
Having a large network of followers (influential status) will help promotion efforts.
If you lack influence, it might be wise to hire someone who does to share content.
5. Measure For Success
Measure three to four weeks after publishing
Use Google Analytics or similar to see how many people visited the infographic, learn where they came from, and even discover what they did after landing on the page.
Utilize backlink checkers such as Raven Tools’ Backlink Explorer and SEOmoz’s Open Site Explorer to discover who has linked back to the piece.
Finally, you’ll want to see how the content did on the most popular social networks. How many Stumbles did it earn? How many retweets or Facebook shares? How many times was it “re-pinned?”
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